Should you use Email Marketing in 2023?
Updated: Aug 14
AI this.. AI that.. Do we live in a world where email marketing is yesterday's news? Trends come and go, and businesses are often quick to speculate on the fate of various strategies like emails.. Sure it sounds boring..
And I'm pretty sure, just like us you've probably received too many emails in your emails, which for the most part - felt intrusive and spammy. You might be tempted into thinking that emails are no longer effective. Give a few minutes of your time and an open mind, and discover for yourself.
Before we jump into the debate about whether email marketing is dead or alive, let's take a moment to understand the evolution of this strategy. Email marketing has been a staple of online marketing since 1978. It started as a way to deliver promotional content directly to 400 subscribers' inboxes.
Resulting in $13 million in total sales. Over time, it has evolved into a sophisticated strategy that encompasses personalized content, automation, segmentation, and more.
How does it fit in today?
With the advent of social media platforms and instant messaging apps, some critics argue that email marketing has lost its appeal and effectiveness. (Especially with so many businesses doing it so wrong, or not utilizing it at all.) However, the reality is quite different. You can utilize emails as a part of your social media organic strategy. It's an important cog in your marketing machine. You're able to deliver personalised experiences to your prospects, based on their preferences, And you can also drive traffic to a new video you might have uploaded or a new post you may have made through just one single email. Email is intertwined with all the other social media that you have, and it's best not utilised as a standalone strategy.
Personalisation = Relevance
Do you know why you hate those annoying emails in your inbox?
What actually makes them "annoying"?
It's because they're irrelevant to you most of the time. Same with ads.
If you are able to personalise your email experience to your email list, based off their preferences and behaviours, you'll give them a positive experience and add value while being relevant. Personalisation is king, when it comes to emails. Because email marketing tools have powerful amounts of personalisation options available, it's one of the reasons email marketing has stood the test of time. Today customers expect relevancy at the very minimum. These email marketing tools allow you to segment audiences based on their behaviour and you're able to send them tailor-made offers that make them want to buy from you.
Engagement & Conversion
Because of our own personal experiences, and bad practices followed by businesses and brands with regard to email, You might (Rightly) question its effectiveness in engaging recipients and driving revenue. Check this interestingly name website emailisnotdead.com If you're someone who likes stats and numbers. Email has a higher conversion rate compared to social media and other digital marketing channels - at a staggering 42x ROI. This is attributed to the fact that email recipients have actively opted in to receive content, indicating their interest and potential readiness to engage.
This isn't new, but.. Automation has breathed new life into email marketing. You can set up automated email sequences that guide subscribers through various stages of the buyer's journey. You can even have various email sequences triggered based on specific actions your subscriber takes. Have someone check out your program or product? You can set up an automatic email that asks them if they have any questions or concerns. See how this value-based approach is a lot better? From welcome emails to abandoned cart reminders, automation ensures that the right messages reach the right people at the right time. This level of engagement and personalization contributes to a positive customer experience and higher conversion rates.
The Role of AI and Predictive Analytics
In 2023, AI is the buzzword. Artificial intelligence (AI) and predictive analytics have become integral to email marketing strategies. AI-powered tools analyze customer data and behaviour to predict their preferences and needs. This allows you to create highly targeted campaigns that resonate with recipients, increasing the likelihood of conversion. Email tools can even predict when someone is most likely to read an email and can recommend the best times to email them. Cool right?
For us, email isn't dead. Make sure you keep up with the trends, best practices and you won't suck at it. It's guaranteed positive ROI. Another key advantage of building your email list is that you own the asset. Nobody can take away that email list from you. You don't truly own the other accounts that you have on other social media platforms. You could be shut down at any time. Lost your TikTok account? Or created a new Tiktok account? Send an email to your followers. Ask them to follow your account. Email marketing has evolved to meet the demands of the digital age, integrating with social media, offering personalized experiences, and leveraging automation and AI. Its ability to engage, convert, and nurture leads remain unmatched by many other digital marketing channels. While trends may come and go, email marketing's adaptability and effectiveness continue to make it an indispensable tool in the marketer's toolkit. As long as you prioritize relevance, personalization, and ethical practices, email marketing will remain a thriving strategy well into the future. If you're looking for help with building out your personal brand while also using effective email marketing strategies so that you can generate inbound leads on autopilot, schedule a call with us here.